LinkedIn isn’t used by everyone, but for B2B companies it’s one of the best social media platforms out there. Used largely by professionals, LinkedIn is a digital marketing must-have if you’re looking to engage with business leaders, investors, and other professionals from all industries.

Sharing posts on LinkedIn takes some thought – don’t
just share anything, think about what a business audience wants to see, and
what you want them to engage with. Share your business news, calls to action
that invite people to learn more about you and what you’re doing, and third
party industry news that will show off your expertise.

LinkedIn Pulse

LinkedIn Pulse is a good place to connect with other
industry leaders. It is a place where experts can share their insights with
long form articles rather than the limited posting options on the LinkedIn
feed. LinkedIn audiences also respond well to videos, whether that is
advertising your brand, or short clips of your team sharing their insights.

Like with all social media platforms, nobody wants to
feel sold to. It’s a fine line to balance on a platform that centres around
business, so make sure to give a little back in the form of sharing other
people’s news and comment pieces, and making sure your weekly schedule is an
even mix of third party and your own news.

Advertising

Advertising on LinkedIn is an expensive option, but
can be worthwhile if you are looking to raise awareness of a particular
campaign or your targeted audience is exclusively on this platform. LinkedIn
advertising campaigns bring in a relatively high click through rate, but don’t
necessarily convert to direct sales, so consider what you digital marketing
goal is: if you want to reach wider audiences and get your brand name out
there, and have the budget, LinkedIn advertising is a good choice. If you want
to make direct sales for your product or service, more short-term advertising
options would be better for your campaign.

LinkedIn isn’t the easiest platform to master – you
need to hone your tone of voice, and it won’t be the same voice that you use on
Instagram or Facebook. Understand your audience, and the audience that you want
to reach, and ensure that everything you post is targeted at being useful to
them.

Of course, the world of social media is ever-changing and it can be hard to keep up with the different changes to each platform’s features and algorithms. That’s where we come in… If you need a hand with your digital marketing, from regular social content to monthly reports on digital trends, get in touch with our team of experts today and find out how we can help you out.